Only one-half ( 50%) of B2B marketers formally measure the return of their online marketing investments, but those that do say online is more effective than traditional marketing channels, according to a report by AMR International.
Budget size is closely correlated to the amount of measurement conducted by B2B companies. For example, only 24% of B2B marketers with annual budgets lower than $25,000 formally analyze metrics, compared with 85% with budgets larger than $2 million.
Below, other findings from AMR's report titled B2B Online Marketing in the US: Assessment and Forecast to 2013.
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Among B2B marketers who formally measure ROI, 64% say online has given them a better view of return on investment (ROI). Only 32% who don't formally measure ROI say the same.
B2B Marketers' Strategic Mindset
B2B marketing is driven by three major strategic goals, according to the study: brand awareness, lead generation, and customer retention. On average, marketers spend 38% of their total budgets on brand awareness, 34% on lead generation, and 28% on customer retention. By contrast, 28% of online budgets are dedicated to awareness with the difference allocated between lead generation and customer retention.